New MS Logo
Out of context: Reply #45
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- tOki0
Personally I like it, I think that due to the nature of their business that huge change simply isn't going to happen, even if windows 8 seems to be marking a turning point for them as a brand. I guess for me personally I see microsoft as somewhat of a staple - generally consistent and expected, and for their main customers (business) this familiarity is really key to their continued success. So hate all you want because t without them the world of technology would be much worse off.
Corporate branding in particular is one of those things that is held very close to heart, and often big large leaps are dangerous leaps of faith that big corporates are not willing to take. There is HUGE equity in those 4 simple squares that people are so quick to dimiss - something you don't ignore if you're maintaining global brand recognition. There are literally entire generations who have grown up seeing those colours and shapes loading up on their computers. As far as the type goes, it's simple and clean, again nothing unexpected - but that's not a bad thing.
I like how they've had some fun with it all in the video, albiet the rainbow of brand colours mish mashing is somewhat of an overused and abused trend at the moment - yet for a company who is so large and diverse, it's an acceptable choice.
I suspect that the master brand will always stay relatively low key - and the product families will have more room to be creative so that they can appeal to their respective niches more effectively, the main thing is that hopefully the brand guidelines that come out of this exercise will be structured enough to create consistency but leave enough room for a bit of magic.
- Your final paragraph is right, and a great goal to aim for. Do MS have a history of doing this effectively..? we'll see. Hope so.mikotondria3